The AAO has launched a national advertising campaign aimed specifically at prospective adult patients, a patient population that has more than doubled since the mid 1990s.
According to a recent New York Times article, the commercials, which feature adults almost exclusively, aim “to differentiate between dentists and orthodontists.” With the number of dentists providing teeth-straightening treatment on the rise, the commercials seek to bring attention to the fact that orthodontists are “specialists.” Still, the commercials make the point somewhat “with some delicacy,” according to the article, since orthodontists rely on a good relationship with dentists for referrals.
TV commercials began running January on national cable channels—Bravo, TLC, and E! Entertainment Television. Print, radio, and online advertising will also be included in the campaign.
The commercials already airing also include a new patient-focused Web site address for the AAO, MyLifeMySmile.org, replacing Braces.org. The new site name aims to convey to prospective orthodontic patients that orthodontics is not just about patients’ smile and appliance choices, but also about their self-confidence and outlook on life.
“We’re trying to emphasize the adult market and show how good they’re going to look and how much self confidence that’s going to create,” said Michael B. Rogers, DDS, president of the AAO, in an interview with the New York Times. “There are many adults on the fence and we want to show them the benefits of braces.”
The advertising campaign also includes posters and pamphlets for orthodontic offices, targeting parents bringing their children in for treatment.
